Fashion
___________Base and Segmentation Study of the Fashion Market in France
INITIAL SITUATION
Our client wanted to carry out a market segmentation that would allow him to break the market and obtain segments of people based on attitudes towards the fashion market, lifestyle and consumer behavior with the aim of offering a differentiated offer to satisfy each segment and differentiate it from the rest of the competitors.
METHODOLOGY
An investigation was carried out quantitative through multivariate analysis techniques such as Chi-squared Automatic Interaction Detector, LOGIT, analysis Cluster Hierarchical, analysis Cluster Non-Hierarchical and Homogeneities analysis defined the segmentation strategy that the client should carry out to position itself as one of the leading brands in the sector. An analysis of perception and image of the brand within its competitive environment (price, quality, prestige) was carried out.
OBJECTIVES AND RESULTS
The brand carried out a strategy differentiating its strategy based on the segment and became one of the most important chains in France.
Were detected insights communications to impact and increase notoriety in key segments.
We worked hand in hand with the communication agency to create a Brand model agreed with the aim of providing a solid proposal to the brand.
